The Globalization of the Breast Cancer Awareness Campaign in
Austria, 2012-2014 Restricted; Files Only

Bouskill, Kathryn
(2015)

Abstract

Breast cancer remains a threat to women's lives and
wellbeing. Globally, experiences and outcomes of breast cancer are
shaped by structural and sociocultural contexts. The globalization
of the American-style breast cancer awareness campaign has added
new dimensions to the breast cancer illness experience and to
notions of breast cancer risk and prevention. This ethnography
explores the globalization of the breast cancer awareness campaign
in Austria from 2012-2014. In spite of the worthy aims of these
campaigns, they paradoxically distract attention away from
critical shortcomings in breast cancer prevention and screening,
and do little to address long-term issues related to breast cancer.
Austria presents an interesting comparative context for exploring
this global flow, not only for the cultural tradition of keeping
cancer private, but also for the need to question the motives
behind bringing the campaign into a wealthy welfare state.

Although new in Austria, these campaigns have long been
part of the American cultural landscape. American women with
breast cancer have a complicated relationship with the campaign.
While it created the identity of the breast cancer 'survivor' and
de-stigmatized the disease, women resist the unrelenting
cheerfulness and inadequate depictions of the challenges of a
life-threatening illness. The campaign is also criticized for its
corporatization and lack of attention to disparities.

Surveys and interviews of 137 Austrian women without breast
cancer reveal misconceptions regarding breast cancer risk and
mammograms, in part due to the misuse of epidemiological data by
the breast cancer awareness campaign. Narrative interviews
with 55 women undergoing treatment for breast cancer revealed
psychosocial issues that are not addressed by the campaign. For
example, 57% (n=31) believe that emotional distress stemming from
problems in fulfilling expected gender roles caused their cancer.
The sexualized imagery of the campaign and the inability for women
with breast cancer to attend key campaign events creates a sense of
exclusivity that fails to establish solidarity.

This case study shows the spread of feminization,
sexualization, corporatization, and misuse of epidemiological data
within breast cancer awareness campaigns. This process masks key
differences between societies through its creation of a homogenous
breast cancer 'survivor.'

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